In 2002, our client, Click On Careers, needed to target a younger audience – individuals who just graduated or had been a few years out of high school. Brogan knew exactly how to effectively reach this demographic. Use humor. And we did just that.
During this time, the Southeastern Detroit Region had a shortage of workers in “technical” jobs – occupations that required training beyond high school, but not necessarily a four-year college degree. And while there had been attempts to solve the problem, there wasn’t a system that provided an easy way for individuals to find both training and technical career opportunities. Click On Careers responded to this dilemma by initiating a website (ClickOnCareers.com) where individuals could visit to get all the information they needed to explore careers, get training, and get a job.
Click On Careers hired Brogan to help launch their campaign and you can bet we were ecstatic for the opportunity to get creative – and get funny. Focus group research helped us better understand the target audience, which ultimately inspired us to establish the program’s name, logo, and clever tagline, “Training and Jobs You’ll Click With.”
We also developed integrated campaign materials that featured witty and humorous copy. This included brochures, posters, coasters, radio, and TV – one of which received a gold Caddy award. But in all seriousness, the launch was a success. All of this earned our client an average of 3,000 visitors a month and 1,000 registrants a month. Now that’s something that’ll get you smiling.
To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.
